We also use the word media to refer to the people holding the tools collectively: CNN, The New York Times, NPR. Singular or plural?

Jarvis would say it’s still singular. But I don’t think the lines have been erased that far yet, if they ever are. Even though everyone can participate online, not everyone does to the same degree. There are still the giants.

Companies now producing across various platforms. Across media. Plural.

Jarvis argues:

Today, still photographers shoot video with a still camera. Print reporters take pictures and make slide shows and shoot video. TV people write text. Magazine people make podcasts.

Yea, but those are still separate media. He gets closer when trying to qualify Twitter:

What is Twitter? A medium? A conversation? Both? Yes. So how does one
separate one medium from another? It’s impossible, I came to see.

So there are some platforms that are an indistinguishable mixture of media. Singular.

But you can still have each medium on it’s own. And sometimes they’re more powerful that way, depending on the subject. Plural.

Now I’m confusing myself.

I think it can be used both ways. And we’ll just have to figure out from context the intended meaning.